In growth mode: The International Franchise Expo sparks a conversation

about franchise trends worth watching.

By Bill Corbett Jr.

With close to 800,000 franchise locations in operation in the United States, it is clear the nation’s entrepreneurial spirit is alive and well. Along with the number of operating franchises, the number of franchisors and the diversity of their offerings continue to expand into new sectors. To get a clear picture on current trends, it is critical to find out from the experts what they are observing today and where they see the industry going in the years to come.

How email marketing can help multi-unit franchises improve communication with customers.

By Nora Snoddy

Managing multi-location franchises comes with a unique set of challenges. Franchise leaders must address the individual needs of their locations, yet maintain a cohesive brand image across all of them. They must empower their franchisees, but at the same time ensure they’re providing a consistent experience for customers.

At a recent industry event, I overheard someone comment to a friend that they wouldn’t want to purchase a certain franchise concept because the franchisor is “planning to replace everyone with robots.” The comment seemed a bit absurd, but not necessarily surprising given how fast technology is advancing in the areas of machine learning, automation and artificial intelligence.

Should digital marketing be consistent across a franchisee’s portfolio of locations or brands?

Not necessarily.

By Jay Friedman

There are often “truths” we believe to be universal, but then we learn they are not. In marketing we’re taught to build a brand, have consistent messaging across media channels and use frequency to drive the message home. The franchising model, however, makes this more complex.

How to leverage strong leadership to attract and keep franchise talent.

By Bill Corbett Jr.

The economy is heating up and the competition for employees is also getting more challenging. Organizations – including franchise companies and franchise locations themselves – must do whatever they can to stand out as well as pique the interest of those who are seeking jobs as well as careers.

We know that the cost of acquiring and training a new employee is high and that employee turnover can cause turmoil within an organization. How can franchise owners address these challenges, create strong teams and loyal and motivated employees, as well as keep turnover rates down?